Ethics in advertisement refers to a set of well-articulated principles which controls the means of communication taking place between the buyer and the seller. Ethics has become the most valuable feature of the advertising industry. Culture and ethics determine the success of advertising for different kinds of advertisement in different countries. The paper describes how ethics and culture influence magazine advertising, smartphone advertising and Television advertising in Germany, US and Hong Kong.

Magazine advertising

Understanding the cultural values of consumers in the three different countries is vital in the global competitive market. The culture in Hong Kong only allows an advertisement that encourages soft sales since the traditional hard sells are not relevant to the local culture (Ogden & Ogden, 2014, Chapter 4). Hard sales are not appealing to consumers in Hong Kong. Americans prefer detailed advertisement, and this is different from the people of Hong Kong prefer high context advertising. Americans will clearly understand explanatory texts in the magazines as compared to Hong Kong who will also favor the use of images to understand the context.  In Germany, the consumers prefer short and direct messages and hence magazine advertising images and texts must be coherent and to the point so that the message is understood and consumer behavior and decisions are positively shaped.

Smartphone Advertising

In Hong Kong, 97% of the citizens use smartphones and therefore can easily access the internet. Smartphone advertising in Hong Kong is most preferred as compared to any other country since a high number of users are likely to receive and easily interpret the ads (Ogden & Ogden, 2014, Chapter 4). Germans expect mobile ads which do not obscure the content they are viewing and does not create new windows to scroll over. Mobile advertising in the US is on the rise, and the spending will grow 20% to over $70 billion. The massive transfer of funding in the US enables companies to reach consumers through a valuable means of advertising easily.

Television advertising

The inventory for advertising in digital video is low, and advertisers are always willing to spend more on digital video. The price of a TV advertisement in the US is low, and most advertisers prefer digital video advertising on the TV (Ogden & Ogden, 2014, Chapter 4). In Hong Kong TV is the top media channel that is used by consumers and several consumers own TV. The consumers are hence able to get ads easily through the TV.

Do you need high quality Custom Essay Writing Services?